At MIPCOM 2025, The Trade Desk made it apparent that the golden age of advertising isn’t over, but it most definitely needs a cleaner and “fairer” supply chain… whatever that means. Matthew Henick, SVP of Ventura OS, framed the challenge bluntly by bemoaning that dollars spent on behalf of advertisers often fail to reach publishers efficiently. “If P&G wants to spend $10 on Disney, sometimes less than half actually lands there,” he noted, highlighting structural inefficiencies in traditional TV’s ad ecosystem. Ventura OS is The Trade Desk’s audacious attempt to fix that. Unlike rivals who own content and operating systems, The Trade Desk claims it has no vested interest in promoting specific shows or platforms. Its goal is simple: give…